Instagram is an emerging platform for property professionals, especially the UK estate and letting agents.
As of March 2020, there were 24.46 million Instagram users in the United Kingdom which is just over half the number of Facebook users (Approximately 44.84 million residents of the United Kingdom (UK) used Facebook that month *source Statista.com).
With the majority of real estate searches beginning online, social media is a great way to showcase listings or attract applicants, sellers and investors. Yet many real estate professionals are still unsure if they should invest time and effort into developing their social profile.
If you are wondering if you should use Instagram for your real estate agency, especially if you are already on Facebook consider this: the average age of Facebook users is steadily rising at the same time that the buying power of Millennials and Generation X/Y is rising.
Instagram, however, has a lower average user age and has seen a large part of its success come from the fact that advertising on the platform is much less invasive.
Simply put, if you’re ignoring Instagram, you’re ignoring some potentially lucrative business.
Not only is Instagram easy to learn and use, but it can be a great addition to your real estate marketing.
It’s full of inspiration for everything from property staging, photography, tips to hash tagging and open house ideas.
Here are a few must-follow accounts on Instagram that every UK property professional should check out!
TIP: Read more about How to use Instagram for Businesses In Property
10 top real estate agent Instagram profiles to inspire you
1. UK Sotheby's Realty
With over 19K followers, Sotheby has done a great job maximising their exposure through Instagram. Their posts are mostly of high-end properties and get on average between 100 and 300 likes.
They also make an effort to celebrate various events, such as Pride, Ramadan, Earth Day, Easter, etc.
Website link - https://www.instagram.com/uksothebysrealty/
2. Hamptons International
Hamptons have done a great job acquiring over 10K followers and their posts attract around 800 likes on average. This is a great example of quality and relevance.
Their images are beautifully shot and optimised and the occasional illustration adds a great touch to their wall. They post on Instagram daily which keeps their audience engaged.
Website link - https://www.instagram.com/hamptonsint/
3. Knight Frank Estate Agents
Knight Franks’ main account has over 100K followers and an average of 2000 likes per post. Most of their posts are of the exterior of properties they have on the market with the occasional video or message, such as this one. Nice touch Knight Frank!
Website link - https://www.instagram.com/knightfrank/
4. Super Prime Surrey
This account is run by Trevor Kearney, a Director at Savills, leading their London Office managing the sale of homes in the super prime markets of Surrey, Berkshire and Sandbanks.
Trevor has attracted over 44K followers and his posts on Instgram average 2K-6K likes. If you like looking at beautiful and grand properties, this is the profile to follow.
Website link - https://www.instagram.com/superprimesurrey/
5. Tim Prime Properties
Run by Tim Philips, this profile has over 19K followers. The posts are again of beautiful ’super prime’ properties in the countryside which tend to attract between 1000 and 5000 likes on average.
Clearly the British Insta users lover their posh houses!
Website link - https://www.instagram.com/tim_prime_property/
6. Stone Real Estate
This is an example of a smaller agent with great ambitions. They currently only have over 2000 followers; however they are making a real effort with their posts and is a matter of time they will get the big numbers like the profiles above.
Dare we say their website is amazing too!
Website link - https://www.instagram.com/stonerealestate/
HOW TO USE INSTAGRAM FOR BUSINESSES IN PROPERTY
Plus examples from estate and letting agents in the UK
Chestertons haven’t done as well as some of their competitors in terms of followers, however their posts are very well put together, beautiful selection of images, of both interior and exterior shots.
Website link - https://www.instagram.com/chestertons.london/
8. Marsh & Parsons
Marsh & Parsons have just over 3500 followers, but they are making a real effort with their posts. The selection of images is beautiful, and they have a good mix of videos and gallery posts as well.
They have added a great personal touch with posts including their team members.
Website link - https://www.instagram.com/marshandparsons/
Yopa have not invested a lot of time in growing their followers, however their posts are a great mix of images and illustrations, in-line with their brand.
They post things like testimonials from happy clients, interior and exterior shots of properties they have for sale and the occasional video.
Website link - https://www.instagram.com/yopa_property/
10. Strutt and Parker
Last but not least, this profile has attracted over 31K followers and their posts get a good level of likes. Similar to the other profiles with high number of followers, their posts are mainly of beautiful exterior shots of prime properties.
Website link - https://www.instagram.com/struttandparker/
11. Goldschmidt & Howland
We had to sneak in one more....a North London estate agent with 6 branches, yet with more followers than some of the largest chains.
They post images of exteriors from properties they have on their books and pay close attention to hashtags...perhaps one of the main reasons they have aquired a whooping 13K followers.
Website link - https://www.instagram.com/goldschmidtandhowland
Need help with your real estate marketing?
Want to take advantage of social media to drive more traffic and leads to your agency?
Instagram Marketing FAQs
What are the most commont real estate Instagram hashtags
Here are some of the most common hashtags you can use for your estate or letting agency's Instagram account: #realestate; #lettings; #broker; #forsale; #forlet; #newhome; #househunting; #property; #properties
Are there many estate agents using Instagram?
There are more and more agents embracing Instagram, although most are not investing a lot of time or effort into it to make it really work as part of their marketing efforts. If you want to gain advantage on Instagram, now is your time.
How should I market my properties on Instagram?
The nice thing about Instagram is that you are not stuck in just one format. For example, if you are promoting a new listing, try the carousel ad format. This ad format may as well have been made for the real estate marketer. It allows you to display several images in a catalog-like format to allow your audience to scroll through and see multiple rooms or properties.